On Twitter, we can change our names to the gender we want, so 3 hours before the Academy Awards, Súbela Radio changed its Twitter name to Daniela Vega and tweeted to join the cause.

A simple tweet at the right time, capable of drawing the attention of the public, the media and influencers.

+10.00 Name Changes

Celebrities, Opinion leaders, and NGO´S.

+26 Millions impressions in less than 12 hours.

$0 Media Investment.

$297.000 US Earn Media.

But most importantly was that Chile received an answer from the president, Michelle Bachelet.

Because it shows hoy perfect timing, with the right celebrity and the use of an important event can produce a social phenomenon, investing nothing but a good idea.

Touch the core of the audience with something unique: their own names.

Invite them to be a part of it changing their usernames on Twitter.

The campaign aired just before the transmission began, giving us perfect timing.

In Chile, transgender people can’t change their names in their IDs.

A main character of this problem is Daniela Vega, the transgender actress of the Chilean film "A Fantastic Woman", nominated for an Oscar.

We wanted to help changing this reality.